Ad Campaigns
Dolby launches campaign ‘Mobile Pe Dolby Hai Kya?’
MUMBAI: Dolby Technology has launched a new campaign ‘Mobile Pe Dolby Hain Kya?’ (Got Dolby on your Mobile?), which is aimed at educating the smartphone owners about the Dolby technology on the mobile. The mockumentary style format ad campaign brings back the award-winning, relatable and memorable characters, ChaubeyJi and Mono, which will see the son explaining to his father how he can get a ZabardastAudio Experience on his phone with Dolby.
Like the previous legs, this campaign will have additional touchpoints including Dolby.com microsite, Digital, PR, Television (through partners) and Cinema.
While Dolby’s previous campaign, ‘Ghar Pe Dolby Hai Kya?’ addressed the brand’s focus on educating the HD viewer on the PhD or Poora HD (complete HD) experience in the living room with Dolby Audio, this ad-campaign educates consumers how they could get more from their entertainment with Dolby technology even on-the-go.
Since 2014, Mono and ChaubeyJi have been iconic protagonists for award-winning Dolby campaigns, educating viewers/customers about the Dolby experience in the living room. Year 2014-15, saw a very successful Direct-To-Consumer Campaign titled ‘From Mono To Surround Sound with Dolby Audio’, year 2015-16 saw the campaign titled ‘Bringing The Stadium Experience Home With Dolby Audio’ and then in year 2018 campaign titled, ‘PhD aka Poora (Complete) HD’.
Through differentiated and compelling storytelling, these memorable characters have helped leave a mark in the minds of the audience and build a unique connect with them in this cluttered space.
Owing to the relatability and consistency of these characters in Dolby’s campaign, coupled with a unique mockumentary style, the new campaign effectively delivers messaging on how to get the Dolby experience even on the go on a mobile.
Commenting on the launch of the campaign, Dolby Laboratories senior regional director marketing – emerging markets Ashim Mathur said, “At Dolby, our goal is to enable and deliver spectacular experiences that bring entertainment to life be it at cinemas, at home or on the go. With the ‘Mobile Pe Dolby Hai Kya! (Got Dolby on your Mobile?)’ campaign, is aimed at driving awareness about its technology on the mobile, that enables a spectacular experience, even on the go. The campaign also aims at educating the discerning audience that for a spectacular experience, one needs a Dolby enabled smartphone with Dolby enabled streaming service.”
Speaking about the concept behind the campaign, The Digital Street LLP chief executive officer & managing partner Shrikant Menon said, "One of the things we are all exposed to is the incessant use of mobiles in India, wherever one maybe – on public transport, in restaurants, even while walking on sidewalks! People are so immersed into watching all forms of content, wherever and whenever they can. So, when we were asked about how best to tell the Dolby story for mobiles, this immersive attitude and desire to escape into entertainment was something we really wanted to tap into. With the scene set, using Mono and Chaubey seemed like the best way to continue Dolby’s journey of telling people how their entertainment experiences can be taken up a notch and made truly spectacular."
MASS Studios founder & CEO Sumit Sabharwal said, “The idea was to give the film a clean, and contemporary urban look in a classical shooting style to accentuate critical moments of the narrative both visually and through the sound design, keeping with the mockumentary style of story-telling. Our endeavour has been to make sure this fourth film in the series goes one step further in bringing out humour as well as Dolby messaging with the final film.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
